Posts Tagged ‘Storytelling’

The Story Behind STORY

April 15, 2015

A Manhattan-based retailer is turning the page on brick-and-mortar expectations. STORY has a magazine POV, changes like a gallery, and sells things like a store. (It’s like a Pinterest board come to life.)

With its product as content, and its content changing completely monthly or bi-monthly as well as being for sale, STORY has embraced its retail media status. Past themes including Well Being, Design, Made in America, and Cool reflect how STORY has continued to reinvent its space and product stock while inspiring an audience. Experiential storytelling is the steady factor.

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There’s always something new inside STORY.

Brands both new and established have sought to become part of STORY’s themes. From General Electric to celebrity-status YouTubers, STORY has the ability to extend its content and reach beyond typical niche retail markets by partnering with a new set of brands every few weeks.

How has media inspired other brick-and-mortar retailers and brought together unlikely brands?

-R

 

 

Building Social Proof

January 27, 2015

Even after tragic loss, charity: water shows that it is possible to find hope. Raising more than $1.2 million dollars, charity: water continues to inspire individuals to act even years after Rachel started her initial campaign.

A true leader in using visual storytelling to engage consumers, charity: water’s remarkable success in social advocacy and online fundraising is largely built through real stories posted via sharable multimedia. With more than 1.3 million Twitter followers, and more than 210,000 Facebook likes, charity: water has truly mastered the art of getting people to form personal connections with their brand. And, by harnessing storytelling through social media – they have turned followers into activists.

How have they done it exactly? The brand has built a high level of “social proof.”

I can’t count the number of times, I’ve scrolled through my Facebook feed and bought something, or acted on something because of a friends post. Well… that’s it! Social proof is the positive influence that is created when people find out others are doing something – and now, suddenly, everyone else wants to do that same something.

This third-party validation can be a very powerful motivator. As consumers, the psychology of persuasion influences every day choices, from where to eat, to what clothes to wear, purchases to make, and causes to be part of. While the concept of social proof isn’t new, this style of impact has huge potential to grow virally given the way that consumers interact today on social media. According to recent research 70% of consumers trust brand recommendations from friends.

Tech Crunch offers that there are five different types of social proof. These range from Expert and Celebrity, which leverage the approval of these individuals to build digital influence to Wisdom of the Crowds, which highlights the popularity or large numbers of users who like a product, service or brand. While both of the above work in some instances, by and large, the most coveted type of social proof is the Wisdom of Friends, because every marketer knows that referrals from friends are the way that consumers now make choices. Friends referred by friends ultimately make better customers, activists and givers – hands down.

Social proof IS the new marketing.

So… how do we build it for our own brands, companies and causes?

One of the best ways to build social proof is by leveraging the power of personal stories. Real stories (yes, those from real consumers) resonate with people and can catch their interest or engage their emotions. Stories are persuasive and more trusted by consumers than statistics, because they are able to transport consumers into the situation – engaging them and making them want to share… and then share again and again. This makes sense on many levels given that storytelling is one of the oldest and most effective forms of communicating.

charity: water uses content to align people with thousands of other people. Their stories and photos are hyper-localized, deeply connecting consumers to the impact they are helping to make. So deeply, that they then encourage others to participate in making impact too – Momentum builds and one by one consumers join the cause because of other friends who are engaged, thus building a dedicated network of brand advocates… or for charity: water, activists and donors.

Any brand can engage social proof by being candid, authentic and letting testimonials speak for themselves. Through the sharing of compelling stories, brands can become equal partners, rather than corporate entities. It’s no longer enough to rely on pushed messages or advertising. Instead, marketers must incorporate the input that they get from their audiences to help build more robust and engaging campaigns. Through a continued commitment to storytelling and leveraging consumer content any brand can build loyalty and excitement about their brand.

Who tells your story?

April 29, 2014

“The problem with television is the picture.” – Bill Mosher

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I never expected a documentary producer to say those words, so imagine my surprise when PBS Visionaries Producer, Bill Mosher, said them in front of a captive audience.  The discussion of the conference was storytelling and his comment slapped me in the face as I evaluated how we tell our story at the university center.  After watching amazing storytellers captivate an audience and nearly bring everyone to tears with their voice alone, I started to think he was right.  Reading, writing, and listening all leave room for the imagination of the participant.  Suddenly, the participant becomes part of the experience.  They fill in the blanks with their own memories, experiences, and ideas, and the story becomes real to them.  I began to wonder if we were spoon-feeding our audience a story that we wanted to tell, but they didn’t want to hear.

When I think of the stories that I remember and the experiences I share, I do so because they have significant meaning to me.  As marketers and storytellers, it is our responsibility to share the things that we do in a way that makes people want to talk about them.  Every experience a customer has with a company, product, service, or organization helps build a brand and tell a story.  The goal of marketing isn’t to teach customers to regurgitate a scripted story, but to make them feel like valued partners who share the story because they want to.  Isn’t that the goal of learning? I still believe that as marketers we are educators and we should be empowering the people we are marketing to (teaching) to be our advocates – not memorize the correct answers.

When you’re telling your story, are you leaving room for the customer?

The Future of Journalism | A Call for Disruption

October 31, 2012

“The new economy has always been about the capacity of one smart, passionate person — an inspired innovator, a dynamic leader, a wild-eyed entrepreneur — to do extraordinary things.” – Daniel Pink

The time for extraordinary things in Journalism is now. As Marketing and Communications leaders, we are enabled with the capability to disrupt, to innovate, and to spark a whole new dimension of powerful storytelling. The facts are just facts if allowed to remain hidden in obscurity. The responsibility of today’s new communicator is to captain the ship of illumination opening our eyes to new ways of thinking about how we foster mass influence.

The questions: What is our responsibility? What should stand at the top of of our priorities list? Which direction should we head? How will we increase the appeal of a career in fact finding, good writing, and community impact?

These are exactly the kinds of questions that lead one to seek out answers.

Enter my Future of Journalism survey. Part curiosity and part graduate capstone requirement.

Help me answer these questions. As leaders and stakeholders of one of the nation’s most innovative programs, your perspective is a much needed catalyst for rethinking the future of Journalism education.

Let’s champion the prolific.